Bharathi CEMENT

CONTENTS

INTRODUCTION

CEMENT – PRODUCT HISTORY

CEMENT INDUSTRY

1.BHARATI CEMENT COMPANIES LTD

2.FIRM PROFILE (SRI SHABAREESH

AGENCIES)

SURVEY FINDINGS

SUGGESTIONS AND CONCLUSION

Annexure

o Questionnaire

o Bibliography

Dr. Ambedkar B.B.M College 1

CHAPTER – 1INTRODUCTIONIntroductionAims and objective Scope of the study Methodology • Limitations

CHAPTER – 2CEMENT – PRODUCT HISTORY• Introduction• Portland cement • Use of Portland cement • Product history • Production of cement • Modern process of manufacturing cement • The modern process • Types of cement available • Storage of cement

CHAPTER-3CEMENT INDUSTRY• Cementing construction sector• Coal requirements• Transportation

CHAPTER – 4The Bharathi Cement Company Profile

CHAPTER – 5FIRM PROFILE (SRI SHABAREESH AGENCIES)

• Cement dealers in Shimoga• Marketing and policies of the firm • Marketing problems

CHAPTER – 6SURVEY FINDINGS • Introduction• Meaning of survey • Objectives of the survey• Limitations of the survey• Analysis of the survey


• Consumer survey findings

CHAPTER – 7SUGGESTIONS AND CONCLUSION• Suggestions• Conclusion

Annexure• Questionnaire• Bibliography

“CONSUMERS ATTITUDE TOWARDS Bharathi CEMENTS”, A case study

of SRI SHABAREESH AGENCIES, Shimoga


CHAPTER – 1

INTRODUCTION

INTRODUCTION

AIMS AND OBJECTIVE

SCOPE OF THE STUDY

METHODOLOGY

LIMITATIONS


CHAPTER – 1

INTRODUCTION

Indian Marketing Environment is largely described as

sellers market. We have chronic shortages and scarcities

particularly in convenience goods. Demand is invariably

greater than supply. Purchase power do masses is limited

more than 30% of our population have income below poverty

line bulk of our population resides in villages and marketers

have yet to capitalize rural marketing opportunities. The

consumers are ignorant, illiterate, unorganized and hence

they have weak bargaining power. Most of our business

enterprises are still having selling concept, which is product

oriented marketing approach. Bigger business houses

having national markets are adopting integrated corporate

planning and market planning as well as strategic market

programmes.

Marketing Research and information as well as strategic

marketing planning have very limited scope at present. A

change is taking place in the marketing environment at a

reasonable speed and many consumer oriented marketing

companies are beginning to realize the pressure of

competition and buyer’s market.

But the transaction to marketing orientation is a long

and difficult process. Marketing research has a bright future

in the feature of matured economy.


Marketers are caked upon to anticipate changes in the

marketing environment involving opportunities risks and

uncertainties. They are regained to forecast the direction

and intensity of there future change plant to meet

anticipated changes in the environment and secure favorable

relationship with the changing environment. To do there

intelligent planning marketers need information. Accurate

sales forecasting involves collection and processing of

information. We can have more accurate and reliable sales

forecast, marketing plans and programmes through

organized information system. We should have profitable

marketing activities, minimum risks and uncertainties.

This project report offers detailed regarding marketing

of Cement in general and marketing performance and

marketing share of Bharathi cement. It also deals with a

case study of SRI SHABAREESH AGENCIES, SHIMOGA,

reference have been made to marketing of other Cements

also so as to bring out comparative cements.

In the modern world Cement has gained so much

recognition that no building is built without Cement. It is

deemed to be the best and only construction material at

present. Even though cement is used by almost every man

he does not know much about it.

This project report attempts to bring about details

regarding history, manufacturing process, types of cement


available, problems in marketing if cement and other details

regarding cement. Efforts have also been made to get the

opinion of dealers regarding marketing and other aspects of

Cement etc., and consumer’s opinion regarding Bharathi

Cement.

Attempts have also been made to assess the marketing

performance of SRI SHABAREESH AGENCIES and certain

suggestions have also been given for improvement of

marketing strategy by adopting suitable marketing

programmes.

AIMS AND OBJECTIVE

1. To know about the process of manufacturing cement.

2. To know about the raw materials used in the process.

3. To analyze the sales performance of Bharathi cement in

General.

4. To analyze the sales performance of Cement by SRI

Shabareesh Agencies.

5. To assess marketing strategy adopted by SRI


6. To analyze the general problems in marketing of

cements and specific problems confronted by Sri



7. To know consumer preference towards various brands

of cement especially towards Bharathi Cement.

8. To give specific suggestions for improvement pf

marketing strategy of Sri Shabareesh Agencies.

SCOPE OF THE STUDY

The scope of this report is restricted to the study of

consumer preference and Dealers opinion regarding

marketing of Bharathi Cement in Shimoga City.

This report includes the efforts that have been taken up

by the Bharathi cement Companies Limited to improve the

quality and sales and also the efforts that have been taken

up by Sri Shabareesh Agencies” to increase the sales of

Bharathi cement in Shimoga city.

METHODOLOGY

The Method adopted to conduct this study may be

classified into 2 types. The information has been gathered

through two sources.

1. Primary data.

2. Secondary data.

The primary data has been collected through personal

interview and by observation. It has been collected directly

from the Firm Proprietor’s information are collected by

observational methods. Sources of Secondary data like News


papers, Magazines, Books, Internet helped a lot in preparing

this case study.

LIMITATIONS

Since Cement is used only in the process of

construction. It is rather difficult to get respondent

everywhere. It is also difficult to known the opinion of

respondences each and every one will have qualitative

knowledge about Cement.

There are channel of respondent issues being this

chance whether it may be a wrong or right this; may create a

bias in response. However it has been avoided as for as

possible.

The scope of study reconfirmed to shimoga only. The

reference has been drawn with the help of opinion of both

consumer’s and dealers of Shimoga town. There may be

channel of inference becoming unsuitable in, such marketing

environments which have completely a different set up of

marketing friend’s.

As Cement is a product confirmed to person who are

involved in the process of construction. It is very difficult to

get information for every one.

Even though it is difficult all attempts as have been

made and necessary precisions have been taken to award

bias and get answer to make the report a relative one.


CHAPTER – 2


INTRODUCTION

PORTLAND CEMENT

USE OF PORTLAND CEMENT

PRODUCT HISTORY

PRODUCTION OF CEMENT

MODERN PROCESS OF MANUFACTURING CEMENT

THE MODERN PROCESS

TYPES OF CEMENT AVAILABLE

STORAGE OF CEMENT


CHAPTER – 2


INTRODUCTION [Origin of the word Cement]

The word “CEMENT” is from the Swan “to cut” and

originally had reference to store cuttings used in lime mortar.

Then it is logical that in to middle age of the substances

known as “MORTAR” which is now used to the word was

commonly called as “CEMENT”. In correct modern age,

cement generally mean the substances which binds the

stones or bricks with which are built and term may be used

with respect to any materials serving such a purpose.

PORTLAND CEMENT

Port land Cement is a finely ground powder, usually

grey which when mixed with water hardens and develops

strength primarily because of a large content of hydrous

calcium Silicates. There and other constitutes react

chemically with the water by hydration and hydrolysis. The

most common raw materials are lime stone and clay or shell.

It is produced by burning at high temperature materials

containing lime, alumina, iron and silica in predetermined

proportion to given the desired and properties.


Normally, Gypsum or its derivatives are added during

grinding stage for set control. Portland cements with special

properties are produced by varying the oxide composition

and also by adding small amounts of chemicals agents at the

clinker grinding stage or later. When mixed with water alone

to form hard mass. Early investigators advanced divergent

theories as to why Portland cement forms a rigid strong

coherent mass when it reacts with water. It has since been

established that a colloidal of high internal surface area is

formed. Whatever the extent of direct chemical continuity, it

is apparent that the large internal surface forces may also be

involved.

USE OF PORTLAND CEMENT

A mixture of cement and water is called neat cement

paste, whether fresh or hardens. In some grunting

operations, including oil well cementing, the paste is used as

such. Generally however, it constitute two hardening

ingredient in mortar or concrete. This use of sand and stone

filler called aggregate is an economy and also reduces

shrinkage. Another use Portland cement is in soil cement

mixtures used as pavement base. Portland cement is also

mixed with asbestos fiber and water and processed to make

special products. Like organize plastics it derives much of its

utility from the fact that it is readily cost or molded into

shape. Concrete is used, extensively for shielding against

nuclear radiation. It is used around reactor and partial


accelerators and for construction of radiation shelters.

Sometimes special, heavy aggregates are used to reduce

required thickness.

PRODUCT HISTORY

The origin of cement dates back to the earlier

centuries. The first people to use the materials for binding

were the Egyptians. The Egyptians used impure Gypsum

plaster as mortar in constructing the famous pyramids once

of the seven wonders of the world. Greeks used slacked lime

for the purposes of construction. The Roman learned the use

or the utility of the binding materials from Egyptians and

Greeks. The Romans and Greek made a pozzolanic mortar

by mixing finely ground volcanic material with lime. The

word “Pozzoland” is derived from the word “pozzuoli”, name

of a place in Italy.

The Romans used powdered pottery fragments as

possalana or binding materials. The pozzolanic cements as

they were called were made by mixing the volcanic stuff and

powdered pottery fragments with lime and water. This

mixture was found to have the resistance needed for

exposing to water and air for a long times. At that time there

were the only mixture or cement as thus are called were

suitable for any type of exposure. Such cements are used to

constructing the famous structures as the Roman Pantheon

and coliseum.


The middle ages the quality of mortar declined. It was

commonly a sand-mortar lime mixture. The decline in the

quality of the mortar was the insufficient burning of lime.

It was in the 17th century that the actual compositions

by cement began to get its shape. In 1756 when John

Smeaton was commissioned to rebuild the Eddy stone light

house off the Cornwall port, in England.

At that time lime pozzalana was the only recognized

material for under water construction. But he was not

satisfied with the mixture semitone. Experimented with lime

and he found that clay constituted a considerable part of

lime. He is thus credited as the first person to find the

constituents of the hydraulic lime.

In 1796 James parker of England, patented a hard

burned impure lime. He used it as the binding material. It

did not slake (absorb water and crumble) when it was

exposed to water or air. He called it as the “Roman

Cement”. But this type if cements required as they were in

the form of crystals. This cement was the basis on which the

“National Cement” as it was called was produced in the

1820’s. But the only difference was the Natural Cement was

the mixture of hard burned impure lime and cement rock. A

type of rock which was available in U.S.A. thus the

foundation for the cement Industry was laid.


In 1824, a process of making cement was patented by

Joseph Apsdin in England. He named the cement as Portland

cement. This was because the cement products had the

resemblance of the Portland in England Apsdin, so confirmed

the name to the cement. Modern cement in logical and

scientific development from natural cement.

PRODUCTION OF CEMENT

Methods of production of cement have changed greatly

over the years. It has changed so much that there old

process has no connection with the modern process. Earlier,

the fire which was used to burn the raw materials was done

in a fixed place i.e., it was stationer; it could not be moved or

rotated. After a few years intermittently operated kilns were

used. The production was done on a small scale. The kilns

which were used for burning underwent great changes. The

most notable was the introduction of the rotary kilns. In

1877 T.R. Crompton obtained a British patent as a rotary kiln

for the purpose was not a success. Fredrick Ransance

obtained British and U>S> patents in 1885 and 1886

respectively.

This was the process that achieved the 1st success in

the United States. Thi9s eventually led to complete adoption

of rotary kiln for production of cement. But in Europe the

continuously operating staff kiln is even used today.


MODERN PROCESS OF MANUFACTURING CEMENT

PREVIOUS PROCESS:

Cement is a finely ground powder, usually grey which

when mixed with water hardens and develop-s strength

primarily because of large content of a hydrous calcium

silicates. The most common raw material is lime stone and

clay or share. The raw mix in finely ground and heated to

about 1500 degree celcious to decompose the calcium oxide

poultry fused clinker of marble size is produce the clinker is

then ground with the small amount of calcium sulphate

(gypsum). Then the content was obtained.

This was the type of manufacturing process which was

in use in the earlier days.

THE MODERN PROCESS

The modern manufacturing process of cement is of two

type.

1. Dry process.

2. Wet process.


FLOW DIAGRAM SHOWING MIXING OF RAW

MATERIALS

DRY PROCESS

CALCAREOUS MATERIALS AGRELLACEOUS (LIME STONE ETC) MATERIALS (CLAY ETC)

CRUSHING CRUSHING

FUSE GRINDING IN BALL FUSE GRINDING IN VALL MILLS AND TUBE MILLS MILLS AND TUBE MILLS

STORAGE STORAGE

MIXING OF RAW MATERIALS IN CORRCT PROPORTION

STORAGE TANK



WET PROCESS

CALCAREOUS MATERIALS AGRILLACEOUS (LIME STONE ETC) MATERIALS (CLAY ETC)

CRUSHING WASHING

STORAGE IN SIDE SILOS STORAGE IN BASINS

CHANNELS

GRINDING MILL

FERMENTATION OF SLURRY

CORRCTING BASINS


STORAGE TANK

The mixing of raw materials involves four stages. They

are

a. Size reduction.

b. Blending.

c. Liberating Carbon-di-oxide.

d. Pulverizations.

The procedures are the phases are almost identical in

both the process.

The phases are step that are involved in the

manufacturing process is

a. Mixing of raw materials

b. Burning.

c. Grinding.

TYPES OF CEMENT AVAILABLE

Till a few years back in India only ordinary Portland

cement was produced. But they were not ideal for extreme

weather in certain part of the country. Also this cement did

give good outlook if not pointed therefore the manufacturers

come to know about these factors and have manufacture

different types.


The list of cement is given here.

1. White cement

2. Color cement.

3. Water proof.

4. Acid Proof

5. Blast furnace.

6. High Alumina Cement

7. Ordinary Portland Cement

8. Expanding Cement

9. Pozzolana Cement.

10. Quick Setting Cement

11. Rapid Hardening Cement.

STORAGE OF CEMENT

Cement should be stored very care fully. That is in

huge closed containers that is silos. It is stored in closed

placed to avoid contact with atmosphere. This so because if

it gets mixed with the moisture in the atmosphere. It

becomes useless. It can also be stored in storage shed.

Cement was previously packed in gunny bags. But by

the time it reached actual consumer half it would have been

split over. This was compounded sealing problem. The bags

were sealed with threads. But was not so strong. But after

the polythene or Plastic bags came into scene the loss has

been curtained. It has become easy for transportation. The


bags are sealed with the help of machine. Hence major

problem of storing and transporting has been averted.

HOW IS CEMENT USED?

A mixture of cement and water is called heat cement

paste, whether fresh or hardened. In some granting

operations, so including oil well cementing. The paste used

as such generally; however, it constitutes the hardening

ingredient in mortar or concrete. This Cement paste

ordinarily amounts from 20% to 35% of the volume of the

concrete.


CHAPTER-3

CEMENT INDUSTRY

CEMENTING CONSTRUCTION SECTOR

COAL REQUIREMENTS

TRANSPORTATION


CHAPTER-3

CEMENT INDUSTRY

CEMENTING CONSTRUCTION SECTOR:

Cement is the basis material required for all

constructional works. It is vital ingredient to the countries

development.

India’s Cement Industry has experience steady

progress. Since its inception in 1914. The output of the

major and mini cement plants has increased from 57.6

million tons in 2001-02. The out put of cement may be high

at 68 million tons in 2002-03. India is the fifth largest

cement production after China, Russia, Japan and U.S.A.

With the turnover of Rupees 120 billion comprising 52

companies with 101 plants.

The cement industry in India is poised to scale new

heights thanks to the liberalization policies of the

Government adoption of state of the art Technology and the

massive investment of rupees 100 billion. By the year 2010

A.D. capacity of this Industry to reach the impressive level of

120 million tons.


India is presently producing several varieties of

cement. These includes to ordinary Portland Cement(OPC),

Portland Pozzalana cement (PPC), Portland Blast furnace slag

cement (PBFS), Rapid setting cement , oil well cement and

white cement. India is also producing high strength cement

like 43 grades and 53 grades. Low heat cement is produce

for the massive construction of Dames, Barrages, Deep

foundation for high rise building etc.

The domestic demand is assumed to grow at 8% per

annum. The cement capacity which was 62.05 million ton’s

in 1992-93 rise to 84.03 million ton in 2000-01. Around 7.85

million tons large cement capacity was proposed to add

during 2006-07 of which 5.50 million ton was to be

operational in 2008-09 and the remaining 2.35 million ton

would be operational; in 2008-09. Cement consumption may

reach a level of 92.65 million tons by 2010.

Mini cement plants were setup at the governments

insistence during the early 1980’s due to the storage of

cement. India has been one of the pioneering countries as

for as mini cement plant sprouted up around restricted and

scattered limestone deposit areas. Because of low

overheads and excise duty, the cement manufactured by

mini plant is much cheaper. Mini plant enjoy concession in

excise duty to the extent of rupees 7.50 per bag. However,


these plants depend upon traditional technology leading to

poor quality of cement.

Cement Machinery segment is witnessing a boom.

Segment is capable of manufacturing and supplying

complete cement plants based on the dry process and pre-

calcinations technology for capacities upto 5000 tons per

day. There are 18 units in the organized sector for the

manufacture of complete cement plant with total installed

capacity worth rupees 2000 million per annum. The total

production rise from rupees 1900 million in 2000-01 to

rupees 2250 million in 2001-02.

Inspite of some problem, the cement industry is at

present well pleading. It looks 14 years to double the

capacity to 29 million tons in 1998. Since then upto the end

of March 2000, it had gone upto 96.5 million tons and

increase of 140 %. Like wise in 1999-2000 consumption has

gone up by 6% after 1% fall in previous year of course,

government consumption has down from 50% in the early

1980’s to about 20%.

The Cement has great future however certain measures

as needed to setup the space of growth of cement industry.

There is need for accelerating the building of concrete road

and multi purpose hydro project. The storage of dwelling

units is currently at 35 million. Construction of houses

should priority area.


Currently India exporting cement to Bangladesh,

Srilanka, Nepal, U.A.E., Maldives, Philippines, Yemen, Dubai,

Qatar, and of few other countries.

The international cement rate is mostly in bulk for

which, India has virtually no facilities either in the cement or

in the transportation and handling.

The infrastructural facility in our ports are inadequate

for receipts, storage, handling, loading and unloading of

cements for instance Japan loads over 10,000 tons of cement

clinker a day as compared to India’s 3,000 ton a day.

COAL REQUIREMENTS:

The availability and movement of coal has been of

perennial problem of the cement industry. 90% of the coal

deposits are located in four states in Bihar, Orissa, West

Bengal, and Madhya Pradesh. Also burning Madhya Pradesh

none of the other states have any sizable lime stones

deposit. This coal has to be handled or very long distance.

Coal requirement by the industry today stands at 13

million tons at the 6% of the coal production. Cement

manufacturer are left the mercy of traders in coal who

charge exorbitant prices. The coal requirements may go

upto 21 million tons in 2006-07 and 25 million tons by 2010.


Transportation whether by rail, road or sea plays a

crucial role in the marketing and pricing of cement.

Transportation cost has gone up by over 100% during the

last 10 years. The bright for movement of cement for a

distance of 750 km was increased from rupees 134 per ton in

May 1982 to rupees 456 in April 2001. This was further

stepped upto rupees 484 by the railway budget for 2006-07.

According to cement manufacturing association (CMA)

on investment of rupees 500.00 million will be needed by the

industry in the next 10 years in order to double its capacity,

if it is to meet the countries demand on other rupees

150.000 million would be required for expansion and

modernization.

The cement industry has taken rapid strides in area like

energy conservation, mining, cement manufact5urer and

environment protection, thanks to efforts made by the nation

council for cement and building material (NCBM) and other

research organization.

As a result of large scale modernization and technology

up gradation, the industry is able to produce Cement at High

quality comparable to the best in the world. During the last

two decades the industry did experienced some

technological changes.

This includes;

1. Introduction of pre-calcinations technology.


2. Computer controlled kiln operation.

3. Pre blending of lime stone / coal and

4. Online quality control system.

The technological changes have resulted in reduction in

the overage energy consumption. The excise and

transportation of cement need to be pruned particularly in

the present context of liberalization and also the need for

boosting exports. In respect of vital in put like cement and

any undue cost escalation needs to be checked.

TRANSPORTATION

The cost of transportation and distribution constitutes a

large chunk of the price the customer pays for cement - it

can be as much as 30% at many locations in the country.

For a low value basic product like cement, minimizing of

transportation and distribution is in national interest to make

the economy more cost competitive.

Today nearly 60% of cement of production units to

supply points is transported by road and rest by rail. For

long distance movement of cement, rail is still the preferred

option due to its lower cost. Nearly all the cement from

supply points to customer is transported by road. The cost

competitiveness of both rail and road transport has

important bearing on the price of cement. Railways have

been steadily losing cement traffic due to the inflexibility of


freight and the operational; restrictions imposed on the

customer. The recent improvements of operational

efficiencies of railways is indeed laudable but if this is

achieved by passing on the entire burden to its customers,

We fear that the cost competitiveness of railways will

worsened in a long run - at least for a large volume low price

product like cement. Railways must examine all secondary

incurred by cement producer in transportation of cement

from rail heads if the cost competitiveness of rail movement

is to be improved. Railway should also consider allowing

cement producer to operate point-to-point rakes, with

multiple unloading points.

Road transportation during the last years was adversely

effected due to sharp and repeated increase in the price of

diesel. Taking advantages of the effective caring capacity of

trucks, road transporter were offering competitive freight

rate by carrying mare than stipulated loads. However the

enforcement of carrying load restriction in the recent past in

many states has seriously disrupted road transport system in

the country. Freight has shot up with the demand for a

higher number of vehicles for the same impact on the

cement industry will ever more severe. Also pollution and

traffic will increase if the same volume is transported by

large number of vehicle.

It is apparent that motor Vehicles produced in the

country have the capacity to carry large loans per axle than


is currently stipulated, with out compromising safety. It will

in the national interest to consider upward revision of the

present stipulated permissible loads per axle is that the

existing stock of vehicles is more productively used. This will

also meet the needs of the cement industry which one of the

largest used of road transport. Indian railway has revised

upward the effective capacity of their wagons; a similar

move is called for in respect of road transport to tie over the

looming crisis.


CHAPTER – 4

The Bharathi Cement Company Limited


CHAPTER – 4

The Bharathi Cement Corporation Limited

FounderBharathi Cement Corporation Limited Founded by the

promoters of Sakshi Telugu Daily & Sakshi TV,

Bharathi Cement Corporation Limited produces

superior quality cement which helps you to set new

standards in construction. Driving this venture is a

dynamic team led by Sri Y.S. Jagan Mohan Reddy and senior professionals

with vast experience in power, cement and infrastructure.

Mission Statement

To partner our customers in building the best, by delivering superior

quality cement that’s produced with best-in-class technology. To grow by

building lasting relationships with business associates and contribute to the

well-being of society.

Directors

HARISH C KAMARTHY

Mr. Harish C. Kamarthy, an Engineer in Electronics &

Communications, has over 17 Years of Managerial,

Operations & Administrative Experience and has served

in Cement, Automobile, Infrastructure & Power

Industries.


• He served as a Chief Executive Officer in Someswara Cements &

Chemicals from 1991-1994. He has also been a Chief Executive and

Director in MG Brothers Ltd, reputed dealers of Telco, Ban Auto &

Volvo India Ltd.

• He has been instrumental in setting up a Tech Park and executing other

infrastructure projects in Bangalore.

• He is at present the Executive Director of Bharathi Cement Corporation

Ltd and is on the Board of Sandur Power Company Ltd., Himurja Infra

Private Ltd & Jagati Publications Ltd.

M RAVINDER REDDY

Mr. M. Ravinder Reddy, B.Com (Hons.) from Osmania University and an

MBA (Mktg.) from Berhampur University has diverse work experience in

Cement Industry over 22 years.

• As a Chief Manager (Marketing) worked with Priya Cement

(Priyadarshini cements Limited) presently known as Rain Commodities

Ltd, launched HDPE packing by replacing Jute packing, created brands

for various grade like grade, OPC 43 grade, OPC 53 grade and SRPC,

introduced paper bag packing in Tamil Nadu and Kerala markets.

• As Asst. Vice President (Marketing), worked with Bagalkot Cement,

Karnataka (Kanoria Industries Limited) and achieved 100% capacity

utilization which as a record.

As Vice President (Marketing), worked with Penna Cement (Penna Cement

Industries Limited), established Penna Brand in South Indian markets in the

year 1996. In 10 years time the capacity of the plant of 0.40 MT was


increased to 5.00 MT per annum. He was also an achiever by successfully

launching and establishing Slag Cement in South India with premium price.

• He is a Director in Bharathi Cement Corporation Limited from

September 2008 onwards.

G BALAJI

Mr. G Balaji is a Fellow member of the Institute of Chartered Accountants of

India and a Cost & Management Accountant having over 20 Years

Experience in the fields of Finance, Accounts, Treasury, Management

Accounting, Audit, Taxation & Administration.

• He has wide exposure across the major sectors of Manufacture &

Service, Viz., Textiles, Engineering, Chemicals, Multi-Media &

Automotive, Event Management, ITES, etc.

• Has specialized knowledge in Special Economic zones, EOUs &

Management Consultancy.

• All through his Career, he has been go-getter and achiever of the tasks

and contributed immensely in the field of Costing, Accounting,

Finance & Treasury wherever he has worked.

• He has also had overseas exposure in Australia and has to his credit

the graduation course wherein he has qualified in the Australian Tax

laws and Corporate laws.

At present he is Director- Finance in Bharathi Cement Corporation Ltd.


ASHISH ROY CHOUDHURY

Mr.Ashish Roy Choudhury, has completed B.Sc (Engineering) and an MBA

from Indian Institute of Management, Bangalore with 33 years of rich

experience out of which 23 years in Cement Industry.

• Worked as Head in reputed Cement Companies like ACC, Zuari etc.,

at various places across the country, controlling Cement plants

ranging from 1.20 Million Tons to 4.50 Million Tons and also

executed erection & commissioning of two Nos. of large Cement

Plants in India.

Currently, he is Heading Technical & Production facilities at BCCL as

Director – Technical.

J J REDDY

Mr. J.J.Reddy, a post graduate in M.Sc (Agr), is associated with the Sakshi

group for more than a decade.

He has over 11 Years of Managerial & Administrative Experience. He was

instrumental in setting up and successfully commissioning 3 Hydel Power

Projects in Karnataka & AP


• Amogha Power Projects Pvt ltd, 1.5 MW mini hydel plant

• Saraswati Power & Industries a 2 MW mini hydel plant

• Sandur Power Company Limited a 37.5 MW plant

His exceptional project execution skills have been put to use very

successfully in establishing the Bharathi Cement plant. Presently he is

project- in charge of Himurja Infra Pvt Ltd, wherein a 480 MW Hydel

project is being proposed to be set-up in Sikkim.

He is at present on the Board of Bharathi Cement Corporation Ltd, Sandur

Power Company Ltd.,Himurja Infra Private Ltd, Saraswati Power &

Industries Pvt Ltd & Jagati Publications Ltd.


STRENGTH

STATE OF THE ART PLANT

Ultramodern Plant

Bharathi cement corporation Limited has set up most modern cement plant

with state of the art technology at Nallalingayapalli, Kamalapuram mandal,

Kadapa district of Andhra pradesh.

This area is known for its superior quality Narzi lime stone deposits ,

possessing high lime content that gives high early strength and ultimate

long term strength. Another characteristic feature of this lime stone is low

alkali, magnesia and low chloride contents which are highly desirable

parameters for concrete durability.

The state of the art technology adopted at the plant consists of Vertical

Roller mill of LOESCHE, Germany for grinding of cement to achieve the

optimum fineness, and controlled particle size distribution of cement

particles

GERMAN TECHNOLOGY

The Bharathi Cement plant has the most advanced Vertical Roller Mill (Type

63.3) from LOESCHE, Germany. This mill has a capacity of producing 360

tons per hour and is equipped with a 6,700 KW gear box.

The mill is designed to produce a range of high quality cements such as

Ordinary Portland Cement (OPC), Portland Pozzolona Cement

(PPC),Pozzolona Slag Cement (PSC) and Ground slag at varying fineness. It

has a rated capacity of 360tph OPC at 3000 Blaine and 300tph of ground slag

at 4000 Blaine


• Homogenized mining

• Online process control

• Exclusive R&D facility for continuous product improvement

VRM Cement mill-The largest in the world

Loesche vertical roller mills are the most efficient mills in the world and

achieve very high throughputs. They are extremely maintenance friendly.

Service tasks can be carried out quickly. Downtimes are reduced to a

minimum.

The Loesche grinding principle combines a horizontal grinding table with

large tapered roller under hydropneumatic loading- the best possible

compromise between output and wear. The product quality can be enhanced

by altering the classifier speed. All Loesche mills can be started with

grinding rollers raised. Metal to metal contact between grinding parts does

not occur. Their quiet, smooth operation is appreciated.


In Bharathi Cement the most advanced vertical roller mill from Loesche,

Germany has been commissioned. The mill has a capacity of producing 360

MT/hour and is equipped with 6,700 Kw gearbox. The mill is designed to

produce a range of high quality cements such as Ordinary Portland Cement,

Portland Pozzolana Cement, Portland Slag cement and ground slag at

varying fineness. It has a rated capacity of 360 tph opc at 3000 Blaine and

300 tph of Ground slag at 4000 Blaine. The high flexibility of the system

enables to produce cements of 6 different types from the same mill.

Switching from one product to other can be done with in minutes.

The great flexibility of Loesche mills:

A 6 roller mill can be operated as a 4 roller mill with a capacity of around

80%. A 4 roller mill can be operated as a 2 roller mill with a capacity of

60%.

The VRM technology offers several benefits over ball mill technology. With

VRM technology faster initial and final setting times are achieved. This is

evident from Bharathi Cement initial setting time of 130±30 minutes when

compared to that of 250±30 minutes of competitor brands. The final setting


times of ours are 250±30 minutes where as for competitor it is 320±30

minutes.

It is obvious that lesser setting time would lead to high early strength

development, and quick removal of formwork is possible in construction

when good construction practices are followed.

The early setting times and the rapid strength gain makes Bharathi cement

ideal for

• Residential, Commercial and industrial structures

• Bridges, Dams

• Prestressed concrete works

• Slipform concreting

• PQC works

• Concrete blocks, electric poles, paver blocks etc.

• All other RCC works where early deshuttering of formwork is

necessary


ROBOTIC LABS

QCX/RoboLab

A typical QCX/RoboLab configuration consists of a standard industrial robot

placed in the centre of a circular arrangement

of sample preparation and analytical

equipment. Samples normally arrive

automatically from the connected automatic

sample transport system, but may also be

entered via operator sample conveyors or

special input/output magazines.

QCX/RoboLab offers a very high flexibility in terms of the number and

types of equipment handled by the robot.

Supported, fully automated preparation &

analysis disciplines relevant to the cement

industry include powder or fused bead

preparation for X-ray analysis, particle

sizing by laser or by conventional sieving,

colour analysis, Carbon/Sulphur/Moisture combustion analysis, physical

testing and collection of shift/daily composites. For the typical cement lab

project a throughput capacity of 10-20 samples will apply; but higher

numbers in one robot cell are achievable.

The QCX computer integrates the system components. It identifies incoming

samples, downloads the relevant sample-handling specification and controls


all intelligent devices in the configuration. Sequence control includes priority

handling, intelligent handling of equipment failure situations and much more.

QCX/RoboLab (and QCX/AutoPrep) provides high quality in sample

preparation and analysis. Quality not only meets the performance of 'the very

best lab technician', but is highly consistent over time. Thus, there are no

fluctuations from shift to shift in analytical levels due to small differences in

the practical procedures undertaken by human operators.

S.NoSampling material

Sampling Frequency

No.of samples per day

1 Lime Stone Every 30 minutes 48

2 Raw Mill Every Hour 24

3 Kiln Feed Every Hour 24

4 Clinker Every Hour 24

5 Cement(Grinding) Every Hour 24

6 Cement(Packing) Every Hour 24

7 Coal Every 2 Hours 12

180

QCX/RoboLab, general features

Sample receipt

• Identification & registration

• Sample splitting & dosing

• Individual sample preparation recipes

• Priority management

• Alternative routing in failure situations


• Integrated control & dynamic supervision of

o Sample transport PLC

o Robot

o Prep equipment

o Analysis instruments

FLSA experiences with robot automation :

• mature technology;

• industrial robots have very high availability

• client dedication

• proper & detailed design is mandatory

• robotics equipment prices fall

• too high expectations for labor cost savings

• pay-back time :

o 1 to 3 years achievable

o Can be difficult to justify solely on manpower savings

o Difficult to put value on higher & consistent quality

• unbalanced technologies : often too high client emphasis on sublime

technology in the laboratory, while sampling quality is neglected

QCX(Quality Control through x-ray)/ Robo Lab

Sampling is done at different stages like

• Lime Stone Crusher sample

• Raw Mill sample

• C.F.silo sample

• Kiln feed sample

• Clinker sample


• Ground cement sample

• Despatch cement sample

Time Required for one sample analysis - Just 20 Seconds

General Quality Assurance measures:

• Virgin Lime stone deposits (Narzi lime stone) Known for their

excellent compressive strength

• Thorough Checking of all incoming raw materials as per the set

standards and rejection of sub standard material if any

• Modern Cement plant with Proven German Technology

• World's largest vertical roller mill for cement grinding

• QCX/ Robo lab for automatic sampling and accurate testing

• Tamper proof packing

TAMPER-PROOF PACKING

When cement bags are dumped on the ground, the impact causes cement to

spill out of the bag. This causes considerable loss, considering that some

projects require thousands of bags, but you incur no such loss with Bharathi

Cement.

Bharathi Cement is packed in fully imported, tamper-proof PP laminated

bags, which do not allow the minutest of cement particles to spill. This

ensures accurate weight and also eliminates any possibility of pilferage. This

technique of packaging is also eco-friendly.

The cement religiously processed and produced is packed in specially

designed imported polypropylene bags which are dust proof and tamper


proof. This special package ensures full quantity(i.e. 50Kg net) cement in

every bag and chances of adulteration are totally eliminated.

Strength

High tensile strength is the result of a tape

stretching process, which give monoaxial

orientation to polypropylene molecular chain.

• Due to woven structure and lamination, sack

has more tear resistance compare to other

packaging.

• Ordinary cement bags can be easily

tampered, adulterated and restitched.

Moisture Resistant:

• Manufactured from laminated fabric, the sack is water-resistant and keeps its strength when in contact with water.

• Sack provides better resistance to humid condition as compared to kraft paper sack.

Environment Friendly:

• Sack is made of polypropylene which is environment friendly

degradable thermoplastic material.

• When incinerated or put to waste it does not pollute air, soil or water

with toxic residues.

• Empty sack it recycled and can be used for producing new Sacks.


• Bharathi Cement is packed in imported, tamper-proof, PP laminated

bags. There's no chance for any pilferage or adulteration.


Easy Handling:

• Sack is required with valve that facilitates easy filling

and self closing operation.

• Brick shape of sack facilitates easy handling, compact

storage, and efficient transportation.

Hermetical sealing instead of pasting or stitching:

• Weak assembling methods based on stitching

operations or sensitive and degrading

• adhesives have been avoided in production of

the sack. Instead of this heat welding/

hermetical sealing is used to assemble the sack.

Special Printing:

• High tech special printing, I.e. non fading,

resistance to water/ moisture and high

temperature makes the packaging attractive to

the customer.


PRODUCTS

OPC 53 GRADE

Propertiesa)Physical

Requirements as per IS12269-1987

Bharathi cement values

Competitors values

Fineness (sqm/kg) 225 (min) 325 280

Soundness (mm)

Lechatlier method 10mm (max) 1 1.5

Autoclave (%) 0.8 (max) 0.03 0.05

Setting time

Initial (min) 30 minutes 150 270

Final (max) 600 minutes 260 330

Compressive Strength (MPa)

1 day 20 16

3 days (min) 27 39 32

7 days (min) 37 49 45

28days (min) 53 70 60


b) Chemical

1) Lime saturation factor 0.8-1.02 0.9 0.88

2) Alumina Modulus 0.66 (min) 1.23 1.23

3) Insoluble residue (%) 4 (max) 0.25 1

4) Magnesia (%) 6 (max) 1.1 1.23

5) Sulphuric anhydrideSO3 (%)

3 (max) 1.5 1.95

6) Loss on ignition (%) 4 (max) 0.8 1.5

7) Alkalies

8) Chloride (%) 0.1 (max) 0.002 0.01

9) C3A Content 7 7.48

10) Temperature during Testing

27±2 27±2 27±2

11) Humidity (%) 65±5 65±5 65±5

Advantages

• Speedy construction• Durable concrete• Economic concrete mix designs• Low percentages of alkalies, chlorides, magnesia and free lime leads to the

production of durable concrete.


OPC 43 GRADE

Propertiesa) Physical

Requirements as perIS 8112-1989

Bharathi cement values

Competitors values

Fineness (sqm/kg) 225(min) 325 280

Soundness (mm)


Autoclave (%) 0.8 (max) 0.03 0.05

Setting time

Initial (min) 30 minutes 150 280

Final (max) 600 minutes 260 340

Compressive strength (MPa)

1 day 17 14

3 days (min) 23 35 30

7 days (min) 33 45 40

28days (min) 43 63 51


b) Chemical

1) Lime saturation factor 0.6-1.02 0.9 0.8

2) Alumina Modulus 0.66 (min) 1.23 1.24

3)Insoluble residue (%) 3 (max) 0.25 1.5

4)Magnesia (%) 6 (max) 1 1.02

5)Sulphuric anhydrideSO3 (%)

3 (max) 1.5 2.3

6)Loss on ignition (%) 5 (max) 0.8 1.5

7)Alkalies 0.6

8) Chloride (%) 0.1 (max) 0.002 0.02

9) C3A Content 7

10)Temperature during Testing

27±2 27±2 27±2

11)Humidity (%) 65±5 65±5 65±5

APPLICATIONS:

• All types of R.C.C.works• Residential and commercial complexes• Industrial structures• Bridges, dams, irrigation works• For highways, runways etc.


PSC

Bharathi Portland Slag cement is manufactured by inter grinding high quality clinker with carefully selected, good quality slag purchased from major steel plants and using high quality gypsum.

Hydration of blended cement:

Ordinary Portland Cement + water ----- C-S-H GEL+ Ca(OH)2 (Alkali)

This alkali is a byproduct in any OPC hydration process amounting to 25% of total gel formation.This is like a weak link in strong chain. Sulphates and chlorides present in water, soil or surrounding atmosphere attacks this alkali causing deterioration of concrete.

Secondary gel formation in Portland Slag cement:

Slag by itself is cementitious in nature and undergoes hydration in presence of alkali resulting C-S-H gel formation

As a result of this secondary gel formation pore refinement takes place and the concrete becomes more impermeable to sulphate and chloride attacks leading to the durability of concrete structures.


Propertiesa) Physical

Requirements as perIS 455-1989

Bharathi cementvalues

Competitors values

Fineness (sqm/kg) 225 350 290

Soundness (mm)


Autoclave (%) 0.8 (max) 0.03 0.05

Setting time

Initial(min) 30 minutes 160 280

Final(max) 600 minutes 250 340

Compressive strength (MPa)

3 days (min) 16 33 25

7 days (min) 22 44 37

28days (min) 33 65 60

b) Chemical

Loss on ignition (%) 5 (max) 0.3 1.08

Sulphur Trioxide (SO3) 3 (max) 1.62 2.87

Sulphide Sulpher (% by mass)

1.5 (max) 0.2 0.3

Insoluble residue (%) 4 (max) 0.75 2.4

Magnesia (%) 6 (max) 1 3.3

Chloride (%) 0.1 (max) 0.002 0.02

Temperature during Testing

27±2 27±2 27±2

Humidity (%) 65±5 65±5 65±5

Applications


• Mass concrete works• Marine works• Residential and commercial high rise buildings• Industrial structures• Suitable for wide range of applications as a substitute for OPC

Technical Support

MOBILE CONSTRUCTION ADVISOR

At Bharathi we believe in total customer satisfaction. Bharathi cement offers laboratory testing facilities of concrete at your door step. Your concrete is tested under standard laboratory conditions and test certificates are issued. The services of experienced civil engineers can be availed.

Constructor Mobile van

Facilities offered

• Demonstrations, Tips on good construction practices, informative lectures and onsite video presentations

• Onsite training for masons and site supervisors • Advice on concrete mix proportion • Testing of fresh and hardened concrete ensuring its superior quality • NDT(Non Destructive Testing) facilities

Good Construction Practices

Congratulations on your new home!We are happy for you. A dream you’ve cherished for very long will soon come alive. To help you realize it without any compromises we offer you our expertise.

At Bharathi Cement, we are obsessed with quality. From the first stage to the last, our cement is tested at every stage. Using the world renowned Narzi limestone we produce cement that has higher strength, low manganese and low alkalies.

Today, we bring the same expertise and commitment to quality, as we offer you the following suggestions to make a beautiful home.


CHAPTER – 5

FIRM PROFILE

(SRI SHABAREESH AGENCIES)

CEMENT DEALERS IN SHIMOGA

MARKETING AND POLICIES OF THE FIRM

MARKETING PROBLEMS


CHAPTER – 5

FIRM PROFILE

“SRI SHABAREESH AGENCIES” was opened in 1985. It

is situated on balraj urs road for being more convenient to

interact with transports. Mr. C.P. SUNDAR RAJ, is the

MANAGING PARTNER of SRI SHABAREESH AGENCIES, he is a

young man aged 48, S/O C.V. Puttanna shetty. His

Qualification is P.U.C. His native is Arsikere – Hassan District

Karnataka. He migrated to shimoga in 1985. He Knows

English, Kannada, Hindi, Tamil and Telugu language.

Mr. C.P. Sundar Raj has 30 years experience in trading

activities. He started business in 1976 as a small shopkeeper

at Arsikere taluk. After 2 years of experience he started

wholesale business also in the age of 20th he moved to north

India for purchase of Hardware in wholesale and retail

market. He started his business in and around Arsikere

covering about 150 km in radius.

In 1985 he got separated from his family and came and

settled down in shimoga with the small cash in hand started

in 9-9-1985 He had his own circle of friends and relatives

and improved the business royally good competing with local

market.

He made his name to be at the top of the town. He

mainly dealing with constructions steel equipments and

cement in the name style of Sri Karthik Hardwares. First it

was situated in 3rd cross, Garden area and after one year he

shifted for his own premises situated at Durgigudi, main


road. He was dealing with number of brands of cement with

quality, such as.

1. ACC

2. BAGALKOT

3. DIOMOND

4. RAASHI

5. CORAMANDAL etc.,

After a long successful carrier in business. Bharathi

recognizes him from being a good seller in 1990 and

appointed him as C&F agent (clearing and forwarding agent).

Bharathiording to the saying of Mr. Sunder raj, “a

dealer may not be a highly qualified but highly sensitive to

assess the customer and his requirements the best service

possible given will be recognize”.

“Any convinced customer will be a free advertiser”. He

explains also he had well experience with co-traders,

Engineers, Financiers, Contractors and even with Politicians,

no body can guess the business at any time may get affected

with any of the agency said above.

And as C&F agent he has got 9 staff members in the

Office, and 80 Hamals at the godown, and 100 at the Railway

station, and he has owned by 20 Lorries for clearing the

Cement.


CAPITAL STRUCTURE

At that time the initial capital of the firm was 5, 00,000.

The firm started this by taking Loans from Vysya bank

shimoga. It includes the cost of Furniture, advance of

building, lighting arrangements etc., the firm involves in

dealing with cement products according to the customer

behavior with reference to various brands of the products.

CEMENT DEALERS IN SHIMOGA

AUTHORISED DEALER:

1. Ganesh steels.

2. K.S. Narayana setty and sons.

3. Salamath Enterprises.

4. Sri Veerabhadreshwara traders.

5. Hampee virupaksha traders.

6. Chowthy traders.

7. Anand trading company

8. Sagar traders.

9. Banashankary traders.

10. Sri Venkateshwara traders.

11. Nutan agencies.

12. U.K.S. Sitaram Acharya.

13. Sri Gurukaribasaveswara Traders.


Table No-1

Table showing the number of dealers in some districts

who have dealing with Shabareesh agencies as C&F agents.

They are shown by percentage.

Districts No. Of dealersSouth canara

Udupi

Shimoga

Chikmagalore

Hassan

29

12

20

17

10

From the above table Sri Shabareesh agencies have

dealing with dealers in some districts. Among 5 districts

South canara has 37% of large number of dealers, shimoga

and Udupi has 16% of dealers respectively, and

Chickmagalore has 17% dealers and Hassan has small

number dealers by 10%.

MARKETING AND POLICIES OF THE FIRM

Modern market is consumer oriented market.

Consumer is the king of the market begins with consumer

needs and ends with consumer satisfaction. Such market is

conditioned by two set of factors. Controllable and

uncontrollable factors. Controllable factors are those factors

which are with in the hold of the firm. The success of the

product depends upon these factors.

1. Product Mix policy

2. Price Mix policy


3. Promotional Policy

4. Distribution Policy

1. PRODUCT MIX POLICY:

Shabareesh agencies are promoting their business as

C&F agents of M/s Bharathi company Ltd with dealing with

cement. The firm deals with cement according the order

given by the dealers. As the product which the firm is

dealing is exclusively under the category of cement.

2. PRICE MIX POLCY

Pricing is the most important marketing mix policy. It

has strategic importance as pricing is marketing weapon. It

required by the firm to undertake a good pricing policy

because it is an important factor which influences the

customer in purchasing of product.

Shabareesh agencies are exclusively C&F agents for

M/s Bharathi Ltd and they act according to the norms of the

firm by pricing, collection, service documentation, reporting,

and acknowledgements etc.

3. PROMOTIONAL MIX POLICY

M/S The Bharathi Ltd has adopted several promotional

activities to move forward the cement product in market. It

has undertaken advertising of the product through broad

advertisement. The company has adopted broad advertising

because it acts as an effective sales man. The other

measures through which the company has taken to

popularity,


Its name is,

a) News paper advertisement

b) Calendar

c) Cable advertisement.

4. DISTRIBUTION MIX POLICY

Distribution means transfer of the product from C&F

agents to dealers to final consumer. Shabareesh agency

supplies goods directly to the consumer or contractor. The

company directly deals with the final consumer and some

time takes the help of middleman like contractors or Home

builders.

MARKETING PROBLEMS

M/S The Bharathi Ltd directly involves in

marketing problem and looks in to the depth of all the

fallowing problems.

1. Competitive market.

2. Price fluctuation

3. Consumer awareness

4. product advertisement

5. Location of the Firm

6. Size of the firm.


CHAPTER – 6

SURVEY FINDINGS

INTRODUCTION

MEANING OF SURVEY

OBJECTIVES OF THE SURVEY

LIMITATIONS OF THE SURVEY

ANALYSIS OF THE SURVEY

CONSUMER SURVEY FINDINGS


CHAPTER – 6

SURVEY FINDINGS

INTRODUCTION:

Today the consumer is the king of the market.

Consumer is the only judge, the reputation or otherwise of a

product is entirely dependent upon his attitude towards the

product so his satisfaction should be ultimate motto of the

producer and the marketer. Consumer’s interest should be

taking into co-ordination while taking marketing decision. It

is through consumer satisfaction only the producers and

marketers can improve their sales profit.

Many opinion will come when survey is made for

preference, improvements etc., of the product, but the

opinion of the consumer is important.

This report gives an analysis of opinion collected from

the customer regarding marketing of cement especially

BHARATHI cement as against other brand.

MEANING OF SURVEY

Survey means going into department of respondent and

collecting his inner expression for the purpose of knowing his

attitude about which the survey is conducted.

Customer faced problems while dealing with the

Bharathi cement. There fore to study to their problems,

Questionnaire was prepared and given to the selected

customer. The selecting of customer is made on the basis of


sampling method and to those4 selected customer are given

the format of questionnaire and are requested to fill it on

return to us.

I have conducted a survey about 100 customers. Who

have their dealing with Bharathi cements in Shabareesh

agencies?

OBJECTIVES OF THE SURVEY

1. To know the general opinion of the customers about the

BHARATHI cements.

2. To know the opinion of the customers about the

customer service rendered by agencies.

3. To know the effectiveness of the service provided by

the Shabareesh agencies in comparison with other

dealers.

4. To know whether the service provided by the agency is

satisfactory or not.

5. To know whether the service provided by the Bharathi

is improving in the recent years.

LIMITATIONS OF THE SURVEY

1. 100 number of respondents contacted.

2. Lack of prompt reply given by the customer or more

precisely biased reply given by the customer.

3. Hesitation among the customer to freely express their

views.


4. Lack of awareness among the customer about the

procedure carried out by the bank.

5. Indefinite and vague problems and suggestion provide

by the customer etc.,

ANALYSIS OF THE SURVEY

The analysis of the survey was done by dividing the

total respondents into different categories are on the basis of

income and occupation.

During the time of surveying the customer was not

clear about their demand nor they had clear comprehension

of their problems and definite in their suggestion for the

solving the problem. However the following problems were

found out at the time of the survey, and the same was to

Bharathi authorities. The Bharathi authorities were enough

to give answer to those problems faced by the customers.

CONSUMER SURVEY FINDINGS:

The total number of respondents interviewed had used

cement fully and it was observed that the Bharathi cement

was quite well known in the city.


Table No-1

Table showing the Distribution of cement consumer

interviewed in different areas in Shimoga district.

Regions No. Of respondents

Percentage

ShimogaThirtahalliBhadravathi SorabaSagarHosanagara

25302014105

25%30%20%14%10%5%

Total 100 100%

From the above table it is clear that major number if

respondents contacted from Thirtahalli and minimum from

Hosanagara.

Graph showing the Distribution of cement consumer

interviewed in different areas in Shimoga district


Shimoga24%

Thirtahalli29%

Bhadravathi 19%

Soraba13%

Sagar10%

Hosanagara5%

Table No-2

Table showing the distribution of cement consumer

according to brand and area interviewed.

REGION NUMBER OF

CONSUMERS

Bharathi INDIAN

CEMENTS

Grashim OTHERS

Shimoga

Bhadravathi

Sagara

Hosanagara

38

25

20

17

10

5

6

3

3

1

2

2

8

7

2

2

2

1

-

-

The table gives maximum details regarding the

respondents interviewed, i.e, and brand wise in different

parts in shimoga. In this table out of 100 respondents 38 in

Shimoga, 25 in Bhadravathi, 20 in Sagar, and 17 in

Hosanagar Respectively.


Graph showing the distribution of cement consumer

Bharathiording to brand and area interviewed


0

5

10

15

20

25

30

35

40

NUMBER OFCONSUMERS

A.C.C INDIAN CEMENTS Grashim OTHERS

Table No-3

Table showing the distribution of respondents under Income

groups.

INCOME GROUP

P/M

NUMBER OF

RESPONDENTS

PERCENTAGE

Below 10,000

10,000-15,000

15,000-25,000

Above 25,000

26

32

24

18

26%

32%

24%

18%Total 100 100%

Out of the 100 respondents contacted 32% of them

from 10,000-15,000 which constitute the largest portion of

the respondents and the lowest group is of the income group

above 25,000 which is of 18% only.


Graph showing the distribution of respondents under

Income groups.


26

32

24

18

0

5

10

15

20

25

30

35

Below 10,000 10,000-15,000 15,000-25,000 Above 25,000

Table No-4

Table showing consumer’s opinion about the Bharathi

cement in Shimoga as per their Occupation

OPINION BUSIN

ESS

MAN

% SALA

RIED

EMPL

OYES

% PRO

FES

SION

% OTH

RS

% TOTAL

BETTER

GOOD

SATISFACTORY

NOT GOOD

10

13

15

3

24

32

36

8

8

9

11

-

29

32

39

-

7

11

6

1

28

44

24

4

4

1

-

1

66

17

-

17

29

34

32

05

The above table shows that the classification of respondents

according to their occupation and their opinion of the service

towards Bharathi cements.

In the first group 41 respondents are Business man and

among 41 respondents, 10 respondents opinion that the

service provided by the Bharathi ltd is Better, 13

respondent’s opinion is good and majority that is 15

respondents opinion is satisfactory and the last very few that

is 3 respondents opinion is not bad.

In the second group 28 respondents are salaried

Employees. Among 28 respondents majority of respondent

that is 11 opinions is satisfactory, 8 of them is Better and 9

have respond good.


In third group, that is 25 respondents are from

Profession and it shows their opinion about service among 25

respondents 7 have respond Excellent, 11 have respond

good and only 1 responded Not bad.

In fourth group, that is 6 have responded who are

Engaged in some other occupations, among 6 respondents 4

responds that the service is Better, only 1 responded have

good opinion and another responded also have good opinion.


TABLE NO-5

Table showing the respondents using Bharathi cements as

per their occupations.

Uses Business

Man

Salaried

employees

Professio

n

Others Total

Used

Not used

11

21

13

12

8

10

10

15

42

58Total 32 25 18 25 100

Above table show that out of 100 respondents 42

respondents were used Bharathi cements and 58 have not

used it. Out of 42 respondents 11 were from Business man,

13 from salaried employees, 8 from Profession and 10 from

other Occupations.

Among 58 Respondents who were not used Bharathi

cements, among them 21 from Business mans, 12 from other

occupations.


Graph showing the respondents using Bharathi cements

as per their occupations


0 0 0

11

21

1312

8

10 10

15

0

5

10

15

20

25

Uses Business Salariedemployees

Profession Others

Table No-6

Table showing the distribution of cement consumers

according to their occupations.

Brands Business

man

Salaried

employees

Profession Others Total

Bharati

Indian

Cement

Grashim

Others

12

8

6

10

10

6

8

4

14

8

4

6

8

5

7

9

44

27

25

29TOTAL 36 28 32 29 100 The above table show that the first occupation group

i.e, Business mans are using 36 in that, 12 respondents are

using Bharathi, 8 were Indian Cements, 6 were Raashi and

10 were other Cements.

In second group i.e, 28 respondents are salaried

employees. Among them 10 were using Bharathi, 6 were

using Indian cements, 8 were using Grashim and 4

respondents using other cements respectively.

In third occupation, 32 respondents are using cements,

among them 14 respondents using Bharathi, 8 respondents

using Indian cements, 4 were using Raashi and other

respondents are using other cements.

In fourth occupation i.e, 29 respondents are using

Cements, among them 8 were using Bharathi, 5 were using

Indian cements, 7 respondents were using Raashi and other

respondents were using other cements respectively.


Graph showing the distribution of cement consumers

according to their occupations

0

2

4

6

8

10

12

14

Acc Indian Cement Grashim Others

Business man Salaried employees Profession Others


Bharati

Table No 7

Table showing the opinion of the consumers about Bharathi

cements from the following aspects.

Aspects Better Good Satisfactor

y

Not

bad

Total

Quality

Price

Demand

14

8

8

8

6

10

16

8

11

5

7

4

43

29

35Total 28 22 35 15 100

According to the above table the consumer’s opinions

about Bharathi is very good. In the first aspect Quality 43

respondents were responds very well. 14 responds better, 8

responds good, 16 responds satisfactory and 5 responds Not

bad respectively.

In the second aspects Price is also in very good

condition. Among 29 respondents 8 responds better, 6

responds good, 8 responds satisfactory and 7 respondents

respond not bad.

In the third aspect demand is also in very good

condition. Among 35 respondents 8 responds Better, 10

responds Good and 11 responds satisfaction and 4 members

responds not bad.


Graph showing the opinion of the consumers about Bharathi cements

from the following aspects


Better 33%

Good19%

Satisfactory36%

Not bad12%

Table No-8

The table showing the consumers purchased cements from

different dealers in shimoga.

Dealers in ShimogaNumber of

consumers

Percentage

Sri Ganesh Steels

K.S. Narayana settee &

sons

Salamath enterprises

Sagar traders

36

20

28

16

36%

20%

28%

16%

Total 100 100%

From the above table 36 respondents were purchase

cements in Ganesh steels, 20 respondents were purchase

cement in KS.N. & sons, 28 respondents were purchase

cements in Salamath Enterprises and 16 respondents were

purchase in Sagar traders out of 100 respondents.


Table No-9

Table showing the consumers are come to know about

Shabareesh agencies from different aspects they are shown

below.

Aspects Number of respondents PercentageFriends

Advertisement

Dealers

Contractors

26

38

18

10

28.26%

41.30%

19.56%

10.86%Total 92 100%

From the above table consumers do purchase cement

according to Shabareesh agencies from the opinion of

Friends in 28%, and 38 consumers purchase cements by

seeing advertisement, and 19% consumers are purchase by

the suggestion of the dealers and 10% consumers are taking

the suggestion from the contractors.


Graph showing the consumers are come to know about

Shabareesh agencies from different aspects they are shown

below


26

38

18

10

0

5

10

15

20

25

30

35

40

Friends Advertisement Dealers Contractors

Table No-10

Table showing the factors which have influenced the

consumers to buy Bharathi cements they are shown in the

table.

Factors Number of

respondents

Percentage

Price

Brand Image

Quality

Door Delivery

24

12

42

22

24%

12%

42%

22%Total 100 100%

Above table showing that the factors influenced the

consumers to buy Bharathi cements by some important

factors, they are 24% in Price factor, 12% in Brand Image,

42% in Quality of the product, and 22% were influenced by

the service provided by the Company.


Graph showing the factors which have influenced the

consumers to buy Bharathi cements they are shown in the

table


Price 24%

Brand Image12%

Quality42%

Door Delivery 22%

SUMMARY OF OBSERVATION

In the present world the human being as a consumer

should have the knowledge of every product he uses. This is

because he should not become an easy pray for the seller

trap.

From this sample it was found that few respondents do

not know much about cement. They said that they do as

their contractor or Engineers say. But majority of them said

they purchased on their own.

According to the dealer, they said that it is its first or

craze that was driving people to buy popular brand cement.

It is said that previously people use to OK just for the cement

they were not bothered about the brand. But in the present

market the consumer consider the price preference.

It was also found that a few respondent of poor families

said that they wanted to build their houses with cement, but

due to high pricing of cement and which is going on

increasing they had to give up. We can also infer that

Bharathi cement has got a good scope for marketing in

shimoga.


In shimoga, there are many cement dealers of almost

all the brands in the market. But the major brands of cement

according to the consumer are,

1. ACC

2. RAASHI

3. DIOMAND

4. BAGALKOT.

In Shimoga Bharathi is the first Cement sold in terms of

quality.

Thus Bharathi cement has got a good reputation and a

good place in the shimoga market. The number of dealers

for Bharathi cement is more than dealers for any other

cement in Shimoga.

This shows that Bharathi cement has got a great

demand in the Shimoga’s market.


CHAPTER – 7


SUGGESTIONS

CONCLUSION



SUGGESTIONS

Bharathi cement company, sales officer visit the dealer

regularly that is once in every month.

Bharathi cement company should give credit facility to its

dealers.

Bharathi cement company should pay much attention

towards warehousing and transportation facilities.

Bharathi cement has earned a good name in the

market. It should maintain and improve the same its price is

high than the other cements. Some types consumers

observe only price of the product in this regard BHARATHI

fails to participate in the cement market so product price will

be maintain and economic level.

A Sri Shabareesh agency has appointed As C & F agents

for their good selling performance. So these agencies

should maintain their good performance in selling of

Bharathi cements.

Sri Shabareesh should provide conveying service activities

to dealers.

Sri shabareesh agencies should adopted different media

of advertising in shimoga city in addition to the effort of

the manufacturer.


The prospective customer should be given promotional

benefit. There fore promotional efforts are to be taken in

effect continuously so that as prospective customer will

develop a linking towards the product.

Sri Shabareesh agencies should have sufficient vehicle to

deliver the cement bag to the dealers who comes from

outside villages.

Sri Shabareesh Agencies should give regular Service.

CONCLUSION

The finding of the survey is enough proof to show that

Bharathi cements ranks high in quality, composition etc., It

is observed that Bharathi cement has a maintained better

product image among the person who have used it and are

using it. The company has also vast network of

salesmanship no doubt these things will have a long way in

improving not only product image but also the corporate

image. But in competitive field one should not satisfy

himself with present performance. In order to maintain

higher competitive efficiency there should be continuous

product planning and market improvement.

Bharathi cement producer and their dealers in shimoga

city may consider the preference analysis in the report and

suggestions given in the report for achieving higher

standards of marketing performance in the future.


Annexure

• Questionnaire

• Bibliography


CONSUMER QUESTIONNAIRES

I am a student Dr. Ambedkar B.B.B College, Shimoga studying

in final year B.B.M. As apart of my course, I have selected

“Marketing of Bharathi Cements” A case study of Shabareesh

agencies, Shimoga, kindly fill it up the questionnaire and give

suggestion for the study. The information supplied by you will be kept

conditional and will be used for only academic purposes

Your Sincerely

Rajani T.V

1. Name :

2. Address :

3. Occupation :

4. Annual Income:

a) Below 10,000 [ ] b) 10,000-15,000 [

]

c) 15,000-25,000 [ ] d) Above 25,000 [

]


5. Have you ever purchase cement?

a) Yes [ ] b) No [ ]

6. Which brand of cement do you purchase?

a) Bharati cement [ ] b) Indian Cement [ ]

c) Raashi [ ] d) Others [ ]

7. If you purchase Bharati Cement what is your opinion?

1. Quality

a) Better [ ] c) Satisfactory [ ]

b) Good [ ] d) Not bad [ ]

2. Price

a) High [ ] c) Satisfactory [ ]

b) Low [ ] d) Not bad [ ]

3. Demand

a) Better [ ] c) Satisfactory

[ ]

b) Good [ ] d) Not bad

[ ]

8. Where do you purchase cement?

a) Shabareesh agencies [ ]

b) K.S.Narayana settee & sons [ ]

c) Salamath Enterprises [ ]

d) Sagar Traders [ ]

9. If you purchase in Shabareesh agencies, how do you come

to know about the Shabareesh agencies?

a) Friends [ ] c) Advertisement [ ]

b) Dealers [ ] d) Contractors [ ]


10. What are the factors which have influenced to buy

Bharathi cement?

a) Price [ ] c) Brand Image [ ]

b) Quality [ ] d) Door Delivery [ ]

11. Do you get any facilities?

a) Yes [ ] b) No [ ]

12. What is your opinion about regarding the regularity

supply from Sri Shabareesh agencies

a) Regular [ ] b) Irregular [ ]

c) Not bad [ ]

13. Will you recommend Bharathi cements to others?

a) Yes [ ] b) No [ ]

14. Are you satisfied with the service offered by the dealers?

a) Yes [ ] b) No [ ]

15. Any suggestions:

- - - - - - - - - - - - - - - - - - - -

Date:

Place: Signature


BIBLIOGRAPHY

Marketing Management By: Sherleker

Marketing Management By: Philep Kottler

Marketing and Salesmanship By: B.S Raman

News papers Business Line

Times of India

www.google.com

www.bharathiindia.com


http://www.accindia.com/

http://WWW.GOOGLE.COM/

Documents

Bharathi CEMENT